Look! Here’s how eye-tracking can help you better understand user behavior
The eyes are the window to the soul. We can learn so much about user behavior by analyzing where people look, when, and for how long.
So, it’s no wonder that eye-tracking has become an increasingly popular research tool. Especially for marketers and UX designers, who gain valuable insights from studying the human gaze.
When combined with the Prolific platform, eye-tracking tech can be a rich source of quality data for improving user experiences.
Read on to learn more about the benefits of eye-tracking and discover some of the top tools you can use that are compatible with Prolific.
What are eye-tracking tools, and how do they work?
Eye-tracking tools are, essentially, what they say on the tin: devices that measure eye movements, viewing direction, and pupil dilation.
They help researchers understand where a person is looking and for how long, and how their eyes move between different areas.
By collecting and analyzing this data, researchers can find patterns in user behavior. These insights then help them to improve their products and services.
There are many types of eye-tracking tools available, ranging from wearable devices – like glasses or head-mounted displays – to simple cameras. (Even the humble webcam can play its part.)
Most eye trackers use infrared technology to track the user’s gaze, using reflections from the cornea and pupil to work out where they’re looking.
Why should I use them?
Eye-tracking tools can support activities across UX, marketing, psychology, and more – empowering researchers to:
Uncover user behavior
Tracking eye movements can give you insights into users’ subconscious behavior that you might not get from traditional research methods like interviews or surveys. This can help make websites easier to navigate, products simpler to use, and more.
Collect quantitative data
Eye-tracking tools provide objective, quantifiable data on user behavior, such as fixation duration, saccades (that is, rapid movement of the eyes between several points), and gaze patterns. This can be used to make fact-based decisions and support hypotheses in research.
Enhance qualitative research
When combined with other qualitative research methods, eye-tracking data can enrich our current understanding of user behavior and preferences, helping us gain a comprehensive view of people’s experiences.
Tweak studies in real-time
Some eye-tracking tools let you feed back in real-time, so you can adapt experiments based on the user’s behavior during the study.
Where does Prolific come in?
Prolific works seamlessly with all kinds of eye-tracking tools. This tech plugged into our platform makes data collection more accessible and faster than ever.
By using our platform, you can also ensure this data comes from ethically treated, engaged and enthusiastic participants – who are more likely to give you high-quality data.
Some of these compatible tools include:
RealEye
RealEye uses a participant’s webcam to track their gaze on websites, images, or videos. You get real-time feedback and heatmap visualizations, which makes it an excellent choice for UX and marketing research.
Labvanced
Labvanced has loads of great features that make online eye tracking easy. It offers everything from powerful visual editors to virtual chin rests, all in one user-friendly package.
LNet Digital
Need that extra level of user insight for your market research? LNet Digital can help. These evidence-based marketers combine biometric tech with neuromarketing to help boost your e-commerce sales and conversions.
BioEye
BioEye brings brain health assessment into the palm of your hand. Its visionary eye-tracking platform measures eye movement via a smartphone. The startup welcomes sporting and clinical partners.
With platforms like Prolific offering seamless integration with various tools, conducting eye-tracking research has never been easier.
So, sign up with us today to use a current partner, or partner with us by contacting our friendly sales team.
